John Lobb Debuts New Campaign, Styles

John Lobb has plenty to celebrate — from a new campaign to a range of limited-edition styles.

The Paris-based men’s footwear brand recently unveiled its spring ’11 marketing campaign, which highlights the 190 steps it takes to make one pair of shoes.

JohnLobb.com/190-Steps shows the craftsmanship that goes into each shoe. From No. 2 (preparation) to No. 182 (hand glazing), the 190 steps illustrate John Lobb’s balance between traditional and modern shoemaking, said Renaud Paul-Dauphin, CEO and general director of the brand.

“I like the contrast of modernity and the very iconic way of doing Goodyear-welted shoes,” he said. “It’s about a complex process that takes time — time to make it and be sure you can wear it for a lifetime. Our mission is to keep those [steps] alive.”

The brand has also introduced two new limited styles.

The Madison style — at $1,465 — celebrates the brand’s 10th anniversary at its Madison Avenue store in New York. The dress tassel shoe features a perforated medallion, and is available in brown and black leather and suede.

Store manager Kelli Duggan adapted the style from the popular Edward model.

“I’m a fan of the medallion,” said Duggan. “And [I added the] tassel because I wanted it to be more sophisticated.”

As part of the company’s tradition, the St. Crispin shoe — named for the patron saint of boot makers — was also recently unveiled. A double-strap monk, the shoe retails for $1,510.

TOMS Sponsored By TOMS

Building Business to Improve Lives

TOMS discusses its approach to mental health awareness and female empowerment through impact initiatives in the footwear segment.
Learn More

Access exclusive content